From startup to £10bn AuR
Brand Strategy
Brand Identity
Brand Messaging
UX and Visual Design
Website Development
Helping The Summit design the future of data analytics
The Summit is a top tech advisory firm. They serve enterprise clients in data analytics. They built a strong reputation among those who knew them.
But their website told a different story.
It was outdated and confusing. It worked against them. For a firm that helps others with digital change, their own website was a problem. It cost them the exact clients they were built to serve.
Leaders at companies managing billions needed to trust them first. The website made that hard.
The Problem
The Summit's website didn't convert.
They led with dense content and tech details. Not with clarity and trust. The message didn't land with busy leaders. The design felt old. Nothing like the quality partner they were.
The site lacked what it needed to win over key decision-makers.
Good prospects landed on the site. They didn't get what made The Summit different. They left. Sales talks that should have been warm started cold. The team had to fix doubt their own website created.
Cause
Three issues killed their online presence:
Unclear position. The site explained everything they did. It didn't show who they served or what value they gave. Tech details were up front. Real impact wasn't.
Broken user path. Navigation was clunky. No clear paths for different visitors. Calls to action were missing or buried. People didn't know where to go.
Low-trust design. The visuals didn't match their work quality. The copy was long and self-focused. Together, they built friction. Not confidence.
The site didn't guide the right people. It couldn't convert.
Impact
The results cost them:
Lost leads. Good prospects visited and left. They took no action. Referrals went cold. The website didn't back up the recommendation. It hurt it.
Lower image. Their expertise was world-class. Their website made them look average. When image drives premium pricing, they got treated like everyone else.
Longer sales cycles. Every talk started with rebuilding trust. The website destroyed it first. Calls about fit became about proving they could do the job.
Missed revenue. No converting website meant money left on the table. Every visitor who didn't engage was a loss. For a firm at their level, even a few lost deals meant six figures gone each year.
Lost Opportunity
Here's what was really at stake:
The Summit was built to work with enterprise clients. Clients managing billions in assets. These deals change a firm's future. But they don't just come from outreach. They come from referrals, inbound interest, and people searching for what you do.
Without a website that converted, The Summit risked:
Losing to weaker rivals. Not because those firms were better. Because they looked more credible online. In high-stakes buying, image often wins early.
Missing the compound effect. Every lost lead wasn't just one deal. It was a long-term client. A source of referrals. A case study that could attract more ideal clients.
Competing on price. When you can't show your difference, you compete on cost. The Summit's expertise deserved premium fees. But only if prospects got the value first.
Capping growth. Without a way to build trust at scale, growth would always need manual outreach. That's not how you lead a category.
For a firm built on strategy, having a website work against them went against everything they stood for.
Breaking it down in numbers
increase in qualified leads
improvement in website conversion rate
increase in revenue from enterprise clients year-over-year
Brand Strategy
Brand Identity
Brand Messaging
UX and Visual Design
Website Development
Promise
We saw what The Summit could become. A category leader. With an online presence that matched their expertise. That attracted ideal clients on its own.
Our promise was clear:
Reposition for clarity. We'd translate their expertise into language leaders understand fast. No jargon. No confusion. Just instant recognition of value.
Rebuild the brand to reflect quality. The visual identity and messaging would show premium positioning. Strategic authority from first look.
Design a website that converts. Every page and call to action would guide key decision-makers. Each step would build trust. Make the path to conversation smooth.
Create a long-term asset. The site would become a system. One that generates leads. Shortens sales cycles. Positions them as the obvious choice.
The plan was our 4C process:
Clarify – Reframe positioning. Show authority from the first click. Clear messaging focused on standing out and building trust.
Craft – Redesign the brand. Reflect the quality of their clients. Clean, confident, and credible.
Convert – Rebuild the website with clear structure. Simple navigation. Strategic CTAs. High-trust copy for busy leaders.
Continue – Partner after launch. Support ongoing content. Turn the site into a long-term growth engine.
This wasn't about looking prettier. It was about turning their website from a problem into their best sales tool.
Outcomes & Results
The change was fast and real:
Breaking it down in numbers
50% increase in qualified leads
More of the right people reached out. Warmer. Already understanding what made The Summit different.
40% improvement in website conversion rate
The same traffic converted at much higher rates. The journey was clear. Trust was built. CTAs were obvious.
75% increase in revenue from enterprise clients year-over-year
The site attracted and converted the exact clients The Summit was built to serve. Direct, trackable revenue growth.
The strategic impact
£10bn+ in assets under management secured after launch
Multiple enterprise clients came through the new website and messaging. These were the strategic deals that define a firm's future.
Stronger inbound leads who understood right away
Sales talks shifted. Instead of explaining what The Summit did, the team now qualified fit and discussed outcomes. The website did the heavy work.
Higher engagement from the right people
Key leaders stopped bouncing. They read content. Explored services. Took action. The site finally worked with the sales process.
An online presence that matches their authority
The Summit now looks like what they are. A premium strategic partner for enterprise clients. The website builds credibility. Not destroys it.
Ben Symonds
Founder, The Summit
Start with the Client Acquisition Diagnostic
Before you redesign anything, find out what’s actually happening after someone lands on your site.
This diagnostic benchmarks whether clarity, structure, or compounding is the bottleneck—and shows you what to fix first so you stop guessing.
It identifies:
- whether your core offer is understood without a live explanation
- whether there’s a clear next step (or just “book a call”)
- what happens when a ready prospect lands on your site
- where interest stalls because the journey isn’t structured
- whether you can see what’s driving qualified leads → appointments
You’ll get a score and a breakdown showing what’s limiting qualified leads—and what to change next.
This isn’t a one-off project. It’s a system for how prospects move from interest to action.
Most websites are built to launch. This system is built to run.
The 4C Lead Flow Method defines how prospects discover you, understand the offer, take a first step, and commit.
Your Circle workspace is where we track what’s working, document decisions, and improve the system over time.